Online gaming in India is among the world’s most vibrant, says MoS I&B Dr L Murugan at Storyboard18 DES 2025

Opinion Trading platform is betting and gambling: MC Sarangan of TNOGA  at Storyboard18 DES 2025

Digital adex now accounts for over 55% of India’s M&E spend: MIB's Sanjay Jaju at Storyboard18 DES 2025

Game on! Gaming creators bets gaming being India’s next creative economy

Digital Entertainment Summit 2025: The Highlights

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

As Chief Marketing Officers (CMOs) increasingly take center stage in business transformation, they are facing mounting expectations to drive profitability, revenue and long-term growth, while navigating a rapidly evolving technology and talent landscape. According to the IBM CMO Study 2025, Indian CMOs are aligning closely with global trends, with 63% now accountable for profitability and 53% directly responsible for revenue growth.

The study, based on insights from over 3,000 global CMOs including Indian executives, outlines key strategic priorities and challenges. In India, CMOs are placing their bets on customer experience (41%), scalability of service delivery (37%), technology modernization (37%), marketing and sales effectiveness (34%) and business model innovation (32%) to future-proof their organizations. However, despite these ambitions, CMOs face critical executional gaps, particularly when it comes to leveraging AI responsibly, acquiring the right talent and breaking down internal silos.

“As AI radically transforms how businesses engage, operate, and grow, Indian CMOs are uniquely positioned to lead this shift by harnessing AI responsibly,” said Tuhina Pandey,Director – APAC Communications & Marketing, India and South Asia, IBM. She added, “While the potential of AI is clear, what’s needed now is a bold new playbook, one powered by trusted data, skilled talent, cultural reset, and AI augmentation.”

One of the most concerning findings is the Responsible AI gap, just 26% of Indian CMOs have implemented responsible AI frameworks to ensure fairness, transparency and accountability in automated decision-making. This is despite the fact that 44% believe their function is ready to integrate Agentic AI. The skills paradox is stark as only 26% believe they have the talent needed to achieve these AI goals, and just 23% have prepared their teams for the cultural and operational shifts that AI agents are expected to bring over the next two years.

Read More: <a href="https://www.storyboard18.com/how-it-works/ceo-pay-in-india-hits-rs-10-crore-median-60-of-compensation-now-at-risk-deloitte-survey-61872.htm">CEO pay in India hits Rs 10 Crore Median, 60% of compensation now at-risk: Deloitte Survey</a>

The study also reveals that although 63% of Indian CMOs see the value of generative AI in proprietary data, only 1% of enterprise data is currently being utilized, pointing to a major opportunity gap. Cross-functional misalignment also remains a hurdle, only one-third of organizations have a unified view of the customer journey. CMOs estimate that aligning marketing, sales and operations could unlock up to 20% in additional revenue.

Interestingly, Indian CMOs show a strong focus on ecosystem building, with 62% prioritizing partnerships, well above the global average of 47%. 

Read More: <a href="https://www.storyboard18.com/how-it-works/creator-economy-in-india-hits-rs-3500-crore-fueled-by-ecomm-fmcg-sectors-kofluence-73457.htm">Creator economy in India hits Rs 3,500 crore, fueled by ecomm, FMCG sectors: Kofluence</a>

Read More: <a href="https://www.storyboard18.com/brand-makers/performance-or-perception-whats-actually-driving-cmo-salaries-in-2025-66266.htm">Performance or perception: What’s actually driving CMO salaries in 2025?</a>

63% of Indian CMOs now accountable for profitability amid AI, talent challenges: IBM

Airtel Payments Bank has roped in the former marketing director of American Express, Shilpi Kapoor, as its chief marketing officer to oversee marketing and corporate communication functions for the bank. She will be a member of the bank’s executive committee and will work closely with MD and CEO, Anubrata Biswas.

Kapoor will be responsible for planning, developing, implementing, and monitoring the overall business marketing strategy. She will also oversee market research, pricing, product marketing, marketing communications, advertising and public relations.

In a company statement, Biswas said, "Shilpi’s vast experience across different industries combined with her deep understanding of consumer, digital and business-to-business marketing will play a vital role in further strengthening the bank’s differentiated position.”

Kapoor added that "Airtel Payments Bank has been registering strong growth over the last few years. With its unique business model, the bank is able to serve a diverse set of customers with simple, safe and rewarding digital financial solutions. I look forward to working with the team to develop the bank's robust growth story." Kapoor has over 19 years of experience in brand management, sales and marketing across BFSI, telecom, auto and FMCG brands

Kapoor takes over from Udit Jain who was vice-president and head of marketing. Jain quit Airtel Payments Bank last month after almost six years with the firm. He said, “I joined at the time when the third telecom war just started. The next three years were with lots of pressure cooker situations, heartbreaks and ultimately wins. The market was changing: Industry consolidation, category shift to bundles &amp; advent of OTT. The shifts were massive and very fast and we delivered and delivered in style. Not only we survived, but now are a dominant player."




CHIEF MARKETING OFFICER